What will you learn?

  • Go-to-Market plan with clearly defined objectives and effective strategies
  • Process and methods to convert prospects and inquiries to acquire customers
  • Product positioning and selling value
  • Craft effective product messaging for various stakeholders
  • Product launch strategies


There are no prerequisites for this course. This course would be useful for managers, business leaders, individual contributors, and team leaders who need this skill to coordinate with multiple stakeholders and are responsible for decision making.


This course introduces you to the fundamentals of product marketing. You will learn how a go-to-market strategy is crafted and implemented. Go-to-Market plan helps companies that plan to launch products to ensure that you are including the right elements in the decision-making process, thinking about the end-to-end customer experience and understanding the multi-step delivery process so that expensive mistakes are avoided. A well-crafted Go-To-Market plan plays a vital role in how the business will perform. The course is a blend of established theoretical frameworks, case studies, and hands-on teaching methodology. This course also focuses on customer adoption and brings a comprehensive set of methodologies and tools involved in the customer acquisition and retention management in Marketing of a product.

Course curriculum

  • 1

    Course Overview

    • Course overview
  • 2

    Chapter 1 - Product Marketing Fundamentals

    • Introduction
    • Product Marketing vs Product Management
    • Understanding the Market and competition - Customer Segmentation
    • Understanding Buyer Persona & Compelling Value
    • Chapter 1 Quiz
  • 3

    Chapter 2 - Go-To- Market Strategy

    • Introduction
    • Positioning
    • GTM Strategy and Positioning as an Iterative process
    • Chapter 2 Quiz
  • 4

    Chapter 3 & Chapter 4 - Planning and Budgeting, Conceptualizing Marketing Ideas Standards of Planning & Budgeting

    • Understanding the context
    • Media Segregation Matrix
    • Routes to Market
    • Budget Fundamentals
    • Chapter 3&4 Quiz
  • 5

    Chapter 5 - Sales Cycle Enablement

    • Introduction
    • What is Sales Enablement?
    • Why is Sales Enablement Important?
    • How is Sale Enablement Practiced?
    • Who Owns Sales Enablement?
    • Chapter 5 Quiz
  • 6

    Chapter 6 - Product Marketing Metrics and tools

    • Introduction
    • Metric for every stage of the funnel
    • Lead Generation
    • Demand Generation
    • Chapter 6 Quiz
  • 7

    Chapter 7 - Internal stakeholder Marketing & Management

    • Introduction
    • Who are your internal stakeholders?
    • Steps within Stakeholder Management
    • Prioritising stakeholders
    • Stakeholder management checklist example
    • Chapter 7 Quiz
  • 8

    Chapter 8 - PMM Lifecycle Management

    • Introduction
    • Customer adoption lifecycle
    • Example - Snickers
    • Chapter 8 Quiz